Brand calibration

We can help you reach more customers more effectively.

Why do people choose
certain brands?

Because its communication is witty? Because the product has better parameters? Because the communication says what the sales department wants?

No. People buy them because their brand tells them and offers what they want to hear.

How big is the impact of
the message on the customer?

Does the product or the presentation matter more? For most products, presentation matters more, sometimes even extremely. We did research on 400 investors. We offered them an investment in the same product, but we name it differently.

Investors could choose how much they would invest in:

collateral investment
in a property
crowdfunding company

collateral investment
in a company
building apartments

Can you guess the result?

What would be the difference between the investment generated by the “Crowdfunding” and the
“company building apartments”?

Check the result

Do you know what you’re
spending your marketing budget on?

Try to answer some very basic questions.

What is the main
need of your
customers and what
% of your customers
have it?

How do the needs
of your 20% most
valuable customers
differ from the
other 80%?

What message are
customers willing
to spend the most on?

Have you used
this message in
your current
communications?

Does your marketing
department have the data
necessary to know what
customers are willing
to pay more for?

According to our experience, most brands proceed empirically. At best, they test the “likeability” of creativity in the form of a focus group. Clients make tenders, pay hundreds of hours to prepare campaigns, but spend minimal time on the content of the brand message. Popular surveys among their own customers don’t uncover much because they don’t reach any potential customers.

What makes Brand Calibration unique?

You will find out what is
profitable to communicate.

We don’t figure out what’s fun, what customers think, what they’re like. We go to the core of the problem and find out what customers expect and what they are willing to pay for. At the same time, we test the core message.

We don’t limit ourselves to existing customers, but we show you where the greatest potential is in the marketplace and project it onto the population.

We’re all familiar with Pareto principle 20/80. We can figure out which message will reach the 20% of customers who make the majority of sales.

Brand Calibration is a new technique built on a combination of qualitative and quantitative research. We process the data in respected companies and the cost is comparable to conventional research.